The Downtime Podcast: Preparing packaging lines for Sunrise 2027 with GS1 US

In episode 41 of The Downtime, a weekly manufacturing podcast from WTWH Media, co-host Sarah Wynn chats with Andrew Morehead Jr., director of global standards at GS1 US, the nonprofit organization behind the barcode.

The conversation covers 2D barcodes, Sunrise 2027, the industry’s date to transition to 2D barcodes at point-of-sale systems, and what OEMs need to know to prepare their lines.

Sunrise 2027 and 2D barcodes explained

The first universal product code (UPC) was scanned in Troy, Ohio, more than 50 years ago, transforming the checkout process by replacing manual price entry with automated scanning.

Since then, packaging and consumer behavior have evolved. Lines have become faster, formats have multiplied, and SKUs have increased, presenting new data opportunities for both machine builders and manufacturers. On the horizon is the next shift for barcodes: Sunrise 2027.

“Sunrise 2027 is a global initiative, but Sunrise is the domestic U.S. version of it,” said Morehead. “What that means is that basically, 2D barcodes are getting ready to be accepted at point-of-sale retail.”

These barcodes resemble QR codes and store information both horizontally and vertically, holding significantly more data than a traditional 1D barcode in a smaller footprint.

“People want more data, marketing wants more ways to market, and regulations are just increasing,” said Morehead. “With a 2D barcode, you’re able to put all of this additional data into it to be able to do these things.”

He added that there is no sunset date for 1D barcodes. Brands will use dual-mark packaging during a migration period, incorporating 1D for legacy systems and 2D for expanded capabilities.

Andrew Morehead Jr., director of global standards at GS1 US, is shown on the right. He joined The Downtime podcast to explain how 2D barcodes hold more data than 1D barcodes and what OEMs need to know about Sunrise 2027. Source: Andrew Morehead Jr., GS1 US

Preparing packaging machinery for Sunrise 2027

On the packaging line, the shift to 2D impacts printing and scanning. With greater density, print quality becomes even more important.

Machine builders and solution providers are increasing print capabilities to apply 2D barcodes at production speeds while maintaining quality.

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“They are increasing the print technologies to be able to apply those barcodes at the same speeds that they’re doing on the manufacturing line, while maintaining the quality,” explained Morehead. “You don’t want to print these barcodes too fast so that they don’t scan.”

Unlike traditional UPC labels that can be pre-printed, 2D barcodes can include information like expiration dates or batch numbers that are created during production.

“You can’t really pre-print these labels with your dynamic data,” said Morehead. “When it comes down to you needing to put the expiration date or batch lot, you can’t pre-print those dates because you haven’t actually created the product, and then the accuracy of the expiration date would just be null and void at that point.”

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Poor print quality can result in scan failures, especially on high-speed lines. During the migration period, 1D and 2D barcodes must be printed in close proximity to prevent double scans at checkout.

The Downtime · The Downtime | Episode 41: 2D or Not 2D

Smaller manufacturers and OEM assistance

For smaller manufacturers, the barrier to entry can be lower than it appears, especially if they already use QR codes and can align with GS1 standards on upcoming packaging updates.

“With those smaller manufacturers, it’s a lot easier for them to just put the 2D barcode on the package with the identification data in it and then start to get that real-time data and feedback,” said Morehead.

GS1 US also offers discussion groups for machine builders and manufacturers to learn how peers are adapting equipment for 2D implementation.

Listen to the full episode of The Downtime to hear how GS1 US offers accessibility barcodes and how the extra data in 2D barcodes benefits inventory management and product recalls.

Episode 41: 2D or Not 2D | Show notes & time stamps

00:17 – The co-hosts open the show

01:39 – Wynn shares Packaging OEM headlines, including Coesia’s acquisition of the Rotzinger Group and Orbis’ acquisition of Robinson Industries. She also highlights Blecon’s Agent, a Bluetooth digitization solution for warehousing

02:32 – Kasprzak highlights Plant Engineering news, including Dan Furrow’s article on industrial robot technology for efficiency and safety on the plant floor

03:29 – Wynn introduces this week’s interview guest, Andrew Morehead Jr., director of global standards for GS1 US. The discussion covers 2D barcodes, Sunrise 2027, and how OEMs can prepare packaging lines for the transition to 2D barcodes

04:26 – Morehead defines Sunrise 2027, the industry’s date to transition to 2D barcodes at point-of-sale systems

11:32 – Wynn and Morehead discuss OEM adoption strategies for 2D barcodes

13:13 – Morehead explains how packaging machine builders are adapting technology to read 2D barcodes at line speeds

24:29 – Interview with Morehead wraps

25:09 – Wynn and Kasprzak discuss events they will attend this spring

28:50 – The co-hosts wrap up the episode

About The Downtime podcast and co-hosts

The Downtime is a weekly manufacturing podcast from WTWH Media that features insights from its automation publications. It’s co-hosted by Wynn, who serves as the senior editor (digital) for Packaging OEM, and Kasprzak, who is the executive editor for Plant Engineering, Control Engineering, and Consulting-Specifying Engineer.

The podcast is available weekly on YouTube, SoundCloud, and Spotify.